Art, health, and community during COVID-19

Client

Blue Shield of California via Uncommon Bold

Objective

To support and encourage Blue Shield members in building healthy habits and feel more connected to their community, especially during COVID-19.

Campaign

Art print postcards were delivered to over 250,000 mailboxes in the state in addition to an integrated cross-channel online campaign that included a social media sharing toolkit.

Details

To bring this creative, impactful direct mail campaign to life for Blue Shield of California, we partnered with female artists from 8 different California communities to create custom illustrations that represent Blue Shield’s mission of helping its members live healthier lives, while paying tribute to each neighborhood’s local identity.

By receiving this postcard (that’s also a gorgeous, custom illustrated piece of art) from Blue Shield, we hoped the member would 1) feel more connected to their community and 2) be encouraged to build healthy habits, ideally by using Blue Shield’s free Wellvolution platform—which can also serve as a conduit for connection. We tapped into local pride, community values, and self-esteem to spark action toward exercising, eating well, managing stress, stopping smoking, and even reversing diseases like type II diabetes.